I have something astounding to tell you.
As if coming up with a headline isn’t difficult enough, for most people, sitting down and trying to come up with an opening of a sales letter or display ad, is like trying to figure out which way is north, when you’re standing smack dab in the middle of the desert at high noon.
I will fix this for you, forever, right now:
There are many approaches to coming up with an opening line, but no matter which one you take, you need to make sure you’re compelling… you’re NOT wasting time on idle chit-chat… and you’re speaking directly to your marketplace with enthusiasm.
Today we’re going to talk about one way to open up a sales pitch: using a punchy introduction.
For example, something like “I have something astounding to tell you about lowering your blood pressure.”
Or, “Now there’s a way you can eliminate pet odor for good, without using ANY chemicals at all!”
And how about this old standby, which Halbert taught me when I was working with him: “If you are a cigar smoker, and you’d love to know how to save as much as 75% on all your new cigar purchases, then here’s something you MUST know:”
Now there are a few guidelines you’re going to want to pay close attention to when you’re doing this. One, you’ll notice I extended each of the base openings (“I have something astounding to tell you.”) to include a benefit. You want to do this to capture your reader’s attention and make sure they know something’s in it for them in this letter or ad. Otherwise, you’re just being vague and hypey with no substance. That’s a HUGE turn-off.
Two, you want to say something that’s got energy and power. If you’re trying to get someone’s attention, nothing beats enthusiasm.
And three, another trick you may want to try is to add what I call a “bonding factor” in your opening. So for example, “I have something astounding to tell you about lowering your blood pressure,” can often be enhanced by saying something like, “If you are a woman over age 65, I have something astounding to tell you about lowering your blood pressure.”
This adds another dimension to your relationship and should be used from time-to-time.
Now let’s call a spade a spade: what I just told you today has more value than probably anything else you’ll read this month, right? But… only if you use it. So get crackin’.
Now go sell something, Craig Garber
P. S. Here’s how I actually hooked up with Gary Halbert http://www.kingofcopy.com/dreamscometrue
If you enjoyed this, pass it on to a few of your friends and business associates, and if you have any comments about today’s message, leave them right here on my blog: